Planning a Publication

Do you want to create compelling and effective presentations? Knowing how to use a desktop publishing program such as InDesign or Quark is a big help. However, loading the program should NOT be your first step...

• Consider how this publication fits into your overall marketing or communications plan.
  - Be consistent with company identity and vision.
  - Consider how the material can be used elsewhere such as web or PowerPoint
• Engage contributors, either before or after
  - writing the copy, images, proofreading , etc.
• Determine your target audience
  - demographics
  - internal or external
• Establish your central message
• Set your goals/purpose in producing the publication
  - informative, persuasive. Delivering good or bad news. etc
• Determine desired results from your message
  - what do you want your audience to do?
  - how will you measure results?
• How will your project be produced and distributed?
  - For example, if by mail, there are many considerations about postal requirements, bulk, and economy.
  - Also a myriad of considerations based on b/w versus color, type of paper, etc.
• Determine budget
  - Your budget limit can determine the type and quality of paper to be used, number of ink colors to be used, and quantity
• Set a timeline
  - Allow enough time for "contributors" such as proofers and print shop
  - Be sure to allow time for contingencies such as re-design and Murphy's law.
• Establish the style and color scheme
• Develop and outline or thumbnail
• Obtain imagery
• Before you begin, contact the printer for technical details such as how to deliver the electronic file. (indesign, PDF, publisher. Include fonts or not) And how to make it camera ready.

Additional Resources: http://www.mydesignprimer.com/printing/50030.html